APAC's B2B Growth Podcast

In this episode, host Shahin Hoda chats with Jon Miller, CMO of Demandbase, about the current state of account-based marketing and why organisations should consider moving to its more grown-up sibling. 

Based on his years of experience founding and managing global companies such as Marketo and Engagio, Jon highlights the mistakes marketers make while executing their ABM strategy and why Account-Based Experience (ABX) is the next frontier. 

Jon discusses how ABX uses the tools provided by ABM hand-in-hand with the customer experience focus of demand generation.

Jon concludes the discussion by sharing his take on the future of Account-Based Experience (ABX) and how it will evolve in the next three years. 

Ready the show notes: https://xgrowth.com.au/blogs/move-from-abm/

Join the Slack channel: https://growthcolony.org/slack

In this episode, host Shahin Hoda chats with Lubaina Rangwala, Global Account-Based Marketing Lead at Thoughtworks, about how organisations can successfully run account-based marketing in the APAC region.

During the conversation, Lubaina mentions the factors that govern the kind of ABM strategy to use per country. She emphasises the importance of thought leadership and partnering-for-content as a key strategy to engage with top-of-the-funnel accounts. 

She concludes the discussion by sharing some learnings from her past ABM campaigns at Thoughtworks and future initiatives in the pipeline.

Read the show notes: https://xgrowth.com.au/blogs/run-abm-apac/

Join the Slack channel: https://growthcolony.org/slack

​In this session, we discuss how to run a successful Account-Based Marketing pilot campaign. 

​We'll be covering:

• ​How to select your accounts 
• ​How to engage with sales
• ​How to approach orchestration and tactics
• ​What to report on 

ABM Talks are open AMA style sessions for ABM experts, practitioners and the curious to discuss the world of Account-Based Marketing & ABX.

Join the Slack channel: https://growthcolony.org/slack

In this episode, host Shahin Hoda chats with Hugh Macfarlane, Founder and CEO at align.me about how marketers should go about communicating their brief and requirements when working with agencies, freelancers and even internally.

Hugh has proven his belief in a buyer-centric approach by successfully leading hundreds of marketing growth projects and training thousands of B2B marketers across the globe.

As an expert on all matters “funnel”, Hugh has cemented himself as a thought leader in his field through the publication of his novel The Leaky Funnel and his concept of the ‘buyer’s journey’— a phrase that Hugh coined and is now widely used in the world of B2B marketing.

Join the Slack channel: https://growthcolony.org/slack

In this episode, host Shahin Hoda chats with Stephanie McCredie, Senior Marketing Director at Salesforce, about her journey with account-based marketing.

Stephanie talks about ABM at Salesforce and the criteria she uses to determine the tiers of ABM an account should fall in.   

She also advises marketers to think big, start small and move fast when executing their ABM strategy and shares some practical tactics to engage with the sales team to ensure success.

Read the show notes: https://xgrowth.com.au/blogs/salesforce-abm-campaigns/

Join the Slack channel: https://growthcolony.org/slack

In this episode, host Shahin Hoda chats with Michael Levine, Head of Enterprise Sales for LinkedIn’s marketing solutions, about the five key trends shaping B2B marketing in Australia.

During the conversation, Michael shares some interesting insights and statistics on how the composition of the buying committee has evolved, pointing out that almost 70% of all purchase decisions are influenced by non-IT stakeholders. He shares similar information on other trends such as the importance of brand during the customer’s buying journey, buyer motivations and primary sources that companies use to research a technology vendor or product.

Read the show notes: https://xgrowth.com.au/blogs/covid-b2b-trends/

Join the Slack channel: https://growthcolony.org/slack

Host Shahin Hoda chats with Benny Ausmus, Founder at Big Change about how marketing leaders can get inspiration from their internal culture and project that into their marketing strategy to present a more genuine and authentic corporate image.

Benny is the author of The Transformational Leadership Compass: A Dynamic Coaching System for Creating Big Change (TLC for short). Through simple, jargon-free language, it has succeeded at IT consultancies, yogurt factories, flying trapeze schools, telecommunication providers, and more. The TLC system helps teams bring people’s heads and hearts together on the journey towards a new and better normal. 

Benny’s coaching experience across IT, Tech, renewable energy, recruitment, management, consulting, manufacturing, professional services, retail, hospitality, finance and education affords him the broad background to design and deliver solutions for leadership development organizational design, team building, workforce planning, learning and development, selection, performance management, and transformational change. Benny has the scale of knowledge and experience that shines in his consultations, workshops, and coaching sessions.

Join the Slack channel: https://growthcolony.org/slack

In this episode, host Shahin Hoda chats with Roshantha Pillay, Citrix Marketing Lead at Dicker Data, about Dicker Data's ABM initiatives and the kind of ROI she has seen from them.

During the conversation, Rosh talks passionately about mindfulness and shares why it became the theme of Dicker Data’s next cyber-security ABM campaign. 

Roshantha then concludes the discussion by advising marketers to listen to themselves while making decisions and emphasises the importance of culture within an organisation. 

Read the show notes: https://xgrowth.com.au/blogs/executing-abm-campaigns/

Join the Slack channel: https://growthcolony.org/slack

In this episode, host Shahin Hoda chats with Darren Reid, Director of Marketing and Alliances at Interactive, about how organisations should manage the SDR role and when it should fall under the marketing team. 

Darren also talks about how and why Interactive has MDRs (Marketing development representatives) and not SDRs during the conversation. He shares the origination of the MDR role at Interactive and how MDRs are groomed for their expected results.

Darren concludes by sharing some of the mistakes organisations make while setting up an outbound-inbound MDR/SDR team and advises B2B marketers to go with their gut to test new ideas quickly. 

Read the show notes: https://xgrowth.com.au/blogs/sdr-team-marketing

Join the Slack channel: https://growthcolony.org/slack

In this episode, host Shahin Hoda chats with Taryn Williams, founder and CEO of WINK Models and theright.fit, about the development of influencer marketing in the B2B space.

As the founder of two multi-million dollar businesses, Taryn is a passionate and visionary leader, utilising technology to drive greater connectivity and fair outcomes for models and influencers across the media, marketing and advertising industries.

In 2007, at age 21 and with $30,000 in savings, Taryn launched WINK Models, her response to inefficiencies in working conditions for models plus a lack of flexibility and quality service offered to clients. Over a decade later, the agency continues to be one of Australia and Asia Pacific’s most recognised, with more than 650 models on its books and turnover in the millions.

With a focus on helping talent to gain more control over job selection and being fairly paid, theright.fit, is a marketplace connecting brands to creative talent and influencers.

Join the Slack channel: https://growthcolony.org/slack